{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Retail Media Breakfast Club","title":"How Clorox Uses Data Clean Rooms to Unlock Powerful Personalization (AI Marketing Explained)","html":"","width":"100%","height":180,"duration":677,"description":"In this episode, I share snippets of a recent episode of the Flywheel Commerce Collective podcast, and take you inside how Clorox has evolved its approach to data clean rooms. In short: an experimental investment just a few years ago has now become a foundational pillar of modern marketing. What’s changed? A lot. I break down how clean rooms are no longer just a “nice-to-have” piece of tech, but essential infrastructure powering personalization in a privacy-first world.I dig into real-world examples shared by Tiffany Tan, Head of eCommerce Growth Accelerator at Clorox, including how Clorox tailors messaging based on context, behavior, and intent rather than demographics. From back-to-college campaigns, to crisis-driven demand spikes, this episode explores how brands are finally getting closer to the “why” behind consumer behavior, and what that means for the future of retail media and AI-driven marketing.This episode is sponsored by Mirakl AdsTimeline[00:00] – Clorox’s early investment in clean rooms and the 2023 CES context[00:51] – Tiffany Tan’s recent insights and how the conversation has evolved[01:00] – Publicis acquires LiveRamp for $2.2B — why this validates the space[02:00] – Clean rooms reframed as a personalization enabler, not just technology[03:30] – Brita example: tailoring messaging for back-to-college moments[05:12] – Crisis scenario: lead in water and high-intent consumer behavior[08:15] – Measuring success: why personalization is cumulative over timeLinks & ResourcesListen to Tiffany Tan's full appearance on The Commerce Collective Podcast: How Clorox is building toward 1:1, personalized marketing in a multi-retailer worldSubscribe to The Commerce Collective Podcast on Apple PodcastsFollow Tiffany Tan, Head of eCommerce Growth Accelerator at The Clorox Company, on LinkedInFollow Emma Irwin, Brand Marketing Manager @ Flywheel & Host of The Commerce Collective Podcast, on LinkedInRead my related articles:LiveRamp's Acquisition: Three Hot Takes That...","thumbnail_url":"https://img.transistorcdn.com/leXjG3eX2Oionus255cCT4ARULtDc4JRA6cGjzbnYvM/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9hNDU3/ODBmMzkwODY0NDEx/ZGJhNDk2NDc0MWY4/NzcwMS5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}